1. Providing Relationship Platform for
Content Creation and Content Delivery
By :
Saiful Hidayat
Asst Vice President IT Service Strategy
IT Directorate
PT. Telekomunikasi Indonesia
IMOCA Conference and Exhibition 2008
quot;Creative Business On The Next Generation Networkquot;
26 - 28 November 2008, Discovery Kartika Plaza - Bali...
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2. Content
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3. Broadband is a major Driver of the Economy
Source: Gerd Leonhard, (www.mediafuturist.com) Open is King
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4. A New Game for Everyone
Source: Gerd Leonhard, (www.mediafuturist.com) Open is King
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5. Evolution towards Converged Network
Source : Fokus Fraunhofer
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6. The Traditional Telco Value Chain is Changing
Source : Fokus Fraunhofer
Key Point :
• The Industry Structure was changed
• New Players have successfully entered the scene
• Equipment and Handset manufactures additionally drive the market
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7. Service Application Trend
The Past: The Future:
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Was Is
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Personal lifestyle
branding
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Communication Information Entertainment
Evolution towards branding & lifestyle services
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8. Industry & Service Transition…
New Type of Provider
Internet Entertainment
(Information) (Broadcasting)
Experience
Provider
Telecommunication
(Communication)
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9. Content
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10. Seamless Mobility - TIME
Location, Time and Device Agnostic
Find Child’s GPS
Location on TV
Watch Shows
on Demand, Download the
Answer Video Latest Tunes
Call on TV
Work Watch TV on
from Home Train, Program
DVR for Tonight
Make
Wait Time Schedule a Meeting
Productive
Conference Conduct Telepresence
Face-to-Face Meeting
Games Education G EInformed,
Keep YOU M A Connected, Entertained and Secure as You Move
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Through Life - at Home, at Work, and on the Go

11. Emerging Cultural Practice
Peering
Sharing
Open
Power of Us
Make the world better through collaboration
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12. Customer Transition
Rise of the Empowered Consumer
Passive
Watch
Broadcast TV Pick
Video On
Demand Participate
Community Produce
Services Create/Remix
Content
User to Provider
Experience
Provider to User
Empower
Interact Complete
Personalization, Customization
Transact Socialization
Broadcast Network
One Service Responsiveness
Fits All
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13. Customer Expectations Transition
New Cultural Practices
What When Where How
They Want They Want It They Want It They Want It
Broad Choice On Demand Flexible
Everywhere
No Platform,
Personalized Available
Always “Follow Me” Access or Bundle
Simple Restrictions
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14. Lifestyle Service Segmentation
2003
Number 2006
of subs
per
service
General lifestyle markets Branded lifestyle markets Specialized lifestyle markets Segmentation
Encyclopedia
Broadcasting
Mp3.com
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15. New Digital Native
Will Grow
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16. Content
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17. A New Definition of Content:
Content must now be defined much broader
A lot of Content Producers will expand into becoming Context
Providers, Curators, Aggregators, Packagers…
Source :
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18. Customers See Services Through Their Device
Content consumption
is becoming
Device
Agnostic
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19. VAS (Content) : Rethink Strategy
from Technology based to Consumer Need Based
SMS LBS Communication
IVR MMS Entertainment
P2A A2P Information
Mobile TV Productivity
Mobile Ads Participation
etc etc Saving
as Value Added Service as Value Added to Subscriber
Adopted from : Frost & Sullivan
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20. Understanding Service Stimulus
Usage Usage
Motivation Motivation
Why should consumer Fun while waiting, personality
use this service ?
Service Service
Attributes Attributes
What parameters Easy to subscribe, catchy
Value Added to Should delivery on ? RBT
Subscriber
Comparison Comparison
To alternatives To alternatives
What the alternatives None and transparent in pricing
And relative pricing ?
Usage Comparison
Experience To alternatives
How easy is the service very easy
To use ? , Just send sms
Adopted from : Frost & Sullivan
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21. Clear Customer Target :
Multi layer segmentation
Device Based
• Savants : Being knowledgeable about music is central to their identity (5-8% of base)
• Enthusiasts : Music is a key part of life but is balanced by other interests (20-25% of
Service Specific base)
• Casuals : Music plays a welcome role but other things are more important (35-40% of
base)
• Indifferents : Would not lose sleep if music does not exist (20-25% of base)
High Income
Purchasing Power Mid Income
Based Low Income
Youth
Pyscho-Demographic Migrants
Plus usage Silver
Adopted from : Frost & Sullivan
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22. Smart Aggregation for new VAS (Content)
Step 1 Revelation: understand connected consumption
Discovering which content is valuable
Information about customers and content
Step 2 Smart Aggregation: rollout quickly
Centralizing and storing the huge amounts of microcontent…
Step 3 Plasticity: enable prosumer tweaking
Creating value by modularizing, standardizing, or extending content
So prosumers can remix, tweak, cut, merge, split it…
…or cheaply produce complementary goods
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23. Content
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24. Integrated initiatives of Telkom Group to enable
and encourage healthy creative content industries
and communities in Indonesia
Indigo (Indonesian Digital Community)
Encourage “Valuetainment Creativity”
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25. Indigo Implementation
Giving People Freedom to…….
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Pleasant2008 Environment
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26. Indigo Business Models
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27. Indigo : Prosumer
Facilitating consumer
community
Increase participation,
loyalty, advocacy
Colaboration and co-
creation of new products
and services
Online and offline
activities merge
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28. Indigo : Content Incubation
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29. SDP Background : Challenge
From Simple Voice to Innovative Services Platform
Many Services, Fast TTM
Many Services, Short TTM
High
Few Viable Business Model
Viable service providers business models
Besides advertisement
The Prize
Not necessarily limited to Advertisement
Service Proliferation
How to provide How to foster a
“Carrier grade” “step-change in
quality? innovation”?
Low
Few Services generating lots of (declining)
Revenue. Lack of many new services BUT
Low Service Revenues High
Differentiators to achieve Viable business models
(e.g. access to bill, relationship
to subscriber, QoS, …
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30. SDP : From Separate Networks to Converged
Networks
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31. What is a Service Delivery Platform ?
&# . # 0 / 0 PORTAL
- 0 0- IT/Applications Content Services
– This layer allows Marketing, Network, and IT to create and
implement new services faster, more efficiently and with SDP OSS
lesser cost Service Delivery Platform BSS
– Provides a unified service creation and control
environment where integrated value added services can Wireline Broadband Wireless
be defined, deployed and controlled
SDP architecture provides an end-to-end control and enables
Selection of a Product or a Service
Placement of an Order
Provisioning of a Service or a Product
Activation of a Service or a Product
Delivering a Service or a Product
Billing for a Service or a Product
Disconnecting a Service or a Product
Benefit :
New services can be rapidly added
Meet business objectives for revenue growth
Platform for service aggregation across networks and devices.
Modular service-oriented architecture (SOA) allows for incremental investment as business grows.
about the business drivers, about bundling services more efficiently
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32. SDP as Mashup Orchestration
Consumer Services
3rd Party Applications
SERVICE DELIVERY PLATFORM
••Integrated single platform with open architecture for all services
Integrated single platform with open architecture for all services
••Allows TELKOM to discover new business opportunities and models
Allows TELKOM to discover new business opportunities and models
OSS
SERVICE DELIVERY PLATFORM Process Manager
Service Bus
••Simplifies planning of network and services
Simplifies planning of network and services
SID
SOA Tier
SOA Tier
••Reduces urgency to move to all IP-core network
Reduces urgency to move to all IP-core network
BSS Network Tier
Network Tier
OCCS OCNG
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Network Elements
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33. TheDigital Content & Applications
Infrastructure
Digital Content & Applications
Game Education Music Animation Schools Govt SMEs
Digital Payment
Digital Payment
Service Platform
SDP
copyright Digital Asset media
Management portal
protection server
Broadband & Broadcast
Broadband & Broadcast
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34. My Profile
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35. Russian
Spanish
Japanese
Brazilian Portuguese
Terima Kasih
Italian
Merci
French
Danke German
Thank You Arabic
English
Thai
Traditional Chinese
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